CBS' cross-sell platform goes live for radio, Web, outdoor, TV
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CBS RIOT, a new cross-sell platform combining the network's radio, Internet, outdoor, and TV offerings, delivers both national and local reach, goes live today. Dodge Ram will be the first to use customized spots on local television and radio stations in more than 100 markets to drive viewers and listeners to a co-branded Web site on CBS SportsLine.com, where they can play an interactive game. Over the course of one month, CBS estimates that the combined media will create 400 million new impressions on CBS SportsLine.com. After the successful results recorded from integrated campaigns that ran on the SuperBowl (ePharm5, ePharm5, 2/7/07)), this new platform could stir increased results for a pharma multi-channel campaign. The BeatYourRisk.com unbranded cross-channel marketing campaign created by King Pharmaceuticals and the American Heart Association (ePharm5, 2/5/07), which aired during the Super Bowl, increased its market share of traffic 1,727% on game day, reports Hitwise.
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